American Express told us “don’t leave home without it.” Taco Bell said to “think outside the bun,”and DeBeers let us know “diamonds are forever.” A tagline is the key phrase that encompasses your company’s mission, promise, and brand in a memorable way. Creating a tagline requires you to have a firm understanding of who your company is, what you do, how you do it, and why. Below are a few tips to create a simple, yet memorable phrase that conveys your company’s mission, promise and brand.
1. Target the benefit
When coming up with your tagline, you need to think about your target audience. What is it that your company offers that your potential clients would want? What do people get when they do business with you? The benefits of doing business with your brand are your company’s promise. Don’t make a promise that your company cannot keep, or the tagline will be ineffective. Worse than having no tagline is having one that is inaccurate.
2. Incorporate your brand
In order to create a great tagline, it must reflect your brand. First you must define and understand your brand (for tips on developing your brand check out our article The Importance of Defining Your Small Business’s Brand). What are your company’s values, personality, and what makes you memorable? A tagline reveals a lot about your business, it builds an identity that sets you apart from your competitors.
3. Simplicity is better
Most great taglines send a compelling message in just a few words. It should say something about your company without saying everything. If your tagline is too long, people won’t be able to remember it in the future. Brevity is directly related to memorability which is the primary goal of your tagline.
4. Test your tagline
Narrow down your taglines to the top few you think are the best, and do a preliminary search on Google to check for any obvious trademark conflicts. Then run your taglines by others to see which convey your brand effectively and memorably. Another possibility is to conduct a survey online to ask for opinions. Offering a small incentive such as a discount or freebie could help improve participation with your survey. Once you decide on the best tagline, begin to incorporate it into your marketing materials.
A tagline is an integral part of building your brand. If your company name, logo, and tagline are all working simultaneously they can send a powerful message. If an old tagline isn’t working, it’s never too late to improve.
Comment below and tell us your favorite tagline!